There are massive social pressures around skincare in Japan, with an ageing population seeking different kinds of products for each point in their lives. Unfortunately, brand content around ageing has often been subverted through the use of celebrities who don’t seem to age, or questionable scientific findings.
As a business that evolved from dermatology, Dr.Ci:Labo were keen to re-position their brand around dermatological science, enabling a healthy and positive discussion around the different stages of ageing.
We worked with Dr.Ci:Labo’s brand team to develop a communication framework and a messaging strategy for the relaunch of their flagship products. To differentiate their brand in the space, we harnessed their experience in clinical dermatology and consultation to initiate a more honest, positive, and personalised discussion around pre-ageing and early ageing concerns.
This influenced the casting choice for television and digital content with Chiaki Kuriyama, the new face of Dr.Ci:Labo, who helped us connect with people in their 30’s and 40’s, when life changes and ageing considerations start to become a reality.
Our campaign launched at the start of the pandemic, with a shift in how people think about skincare as they spent more time at home and on digital platforms. This led to a change in direction, using social channels, digital ads, and television commercials to help people focus less on the stress-inducing signs of ageing, and more on the positive science behind it.
Through social media features we designed a wide range of content that helped Dr.Ci:Labo to change the conversation in Japan in a positive and refreshing way.